ARPAS

ARPAS (Average Revenue Per Any Subscriber) measures the average revenue generated from any subscribers — both paying users and free-trial users — including total revenue from subscriptions and non-renewing purchases.

ARPAS = Total revenue / (Paying users + Free-trial users)

ARPAS sits between ARPU and ARPPU: broader than ARPPU (which excludes trial users from the denominator), narrower than ARPU (which counts everyone including non-engagers). Use it to evaluate revenue across the engaged-subscriber pool.

Find ARPAS under Analytics → Reports → Money in the sidebar.

Chart-specific parameters

Calculate using

Proceeds (default) — revenue after refunds, store commissions, and VAT.
Sales — revenue after refunds, before commissions and VAT.

See Proceeds and Sales.

Cohort Period

Default: Max (no limit). Available options:

Option	What it counts
Day 3	Revenue through day 3 of each user's life.
Day 7	Revenue through day 7.
Day 30	Revenue through day 30.
Day 180	Revenue through day 180.
Day 365	Revenue through day 365.
Enter a value	Opens a popup where you type a custom number of days.

Day 0 = the first 24 hours after install.
Day 1 = the next 24 hours, and so on.

Limits how far into a user's lifetime is counted. Useful for "ARPAS by Day N" payback analysis — for instance, if ARPAS by Day 3 is $0.10, the average subscriber brought $0.10 by their 4th day.

Example calculation

200 new users installed in the cohort. 80 of them (including free-trial users) generated $160 in total by Day 7:

ARPAS = $160 / 80 = $2 per subscriber

On average, each subscriber brought $2 by the end of their 7th day.

Reading the table

Below the chart, the results table shows the calculated ARPAS and the underlying components for each row:

ARPAS — average revenue per subscriber for the selected cohort period.
Proceeds or Sales — the cohort's total revenue within the selected Cohort Period, matching your Calculate using setting.
Users — the number of subscribers in the cohort (the denominator).

Supported filters and segments

ARPAS supports all standard segments and filters documented in Reports → Filters and segments — including Product, Paywall, and Base plan.

Filter-only (not available as Segment by):

Permission group — segment support is planned, currently filter only.
Screen
Experiment variations

FAQ

❓What's the difference between ARPU, ARPPU, and ARPAS?

The denominator changes:

ARPU — all users (installs).
ARPPU — paying users only.
ARPAS — any subscribers: paying users + free-trial users.

Usually: ARPU < ARPAS < ARPPU.

❓When should I use ARPAS instead of ARPPU?

Use ARPAS when you want to count trial users as part of the value pool — for example, to evaluate trial-heavy paywalls or to track how much revenue trial cohorts produce on average. Use ARPPU when you want to isolate paid users only and exclude trial dilution.

❓Why is ARPAS lower than ARPPU?

Because ARPAS's denominator is larger — it adds free-trial users (many of whom contribute $0) to the paying-user pool, dragging the average down.

❓Why might ARPAS rise while trial-to-paid conversion drops?

If revenue per paying user grows fast enough to offset the trial-conversion drag, the overall average can still go up. Watch ARPPU alongside ARPAS: if ARPPU is rising but conversion is falling, you're monetizing the survivors better at the cost of losing more along the way.